The Street Food Industry

CHAPTER TWO
2.0 Literature Review
2.1 Introduction
Much of existing literature about street food has been broad focusing on issues of health, quality and the food safety. Studies on the psychological factors affecting consumer buying behavior are still few. The definition of street food by The Equity Policy Centre’s stated, all nutrients that could be consumed at the point of purchase considered as street food (EPOC, 1985). The street food industry plays a substantial role in meeting the food needs of urban masses in many cities and towns of developing countries and the industry feeds millions of people daily with a wide variety of foods that are relatively cheap and easily accessible. EPOC (1998)stated street food can be categorized as meal

According to Gopalan (1992), street food consumption has been growing and distinguished as a deleterious trend and the misconception against street food still uncovered. Tinker (1988) stated the neglect of street food stems in great part from misconceptions about the nature of the between street food trade and street food. According to Hart (1973), activities of the informal sector like street food are marked by a number of features such as the ease of entry, operating in small scale, and can be operated in unregulated and competitive marketplaces. Tinker and Fruge (1982) highlight that in the lower scale of the operation, the cost to operate is low other than other informal sector.

2.2 Buying Behavior
Literature review of consumer behavior in taking and utilizing products and services has become an interest to marketing researchers as stated by Bagozzi et al., (2002). Consumer buying behavior is largely determined by the four major features which include cultural,

The attitude can be range from negative to positive. Conventionally, the three components of attitude consist of cognitive, affective and behavioral. It is started from thing that we believe, followed by the feeling and will end with action. According to Kraus (1995), permanent and stable attitudes can be as an evaluative summary about an item, therefore attitudes is important in psychological construct because it can influence and predict many behavior. Wells (1993) has said in his study when reviewing the impact of attitudes towards behavior, the attention of the study should be implemented as the research can lead to invalid conclusions. The economic of consumer’s family affects their attitude in buying behavior (Holysz, 2013).Attitudes have multiple dimensions, comprises of cognitive, affective and connotative elements which can be categorized by consistency in that a change in one person attitude component that may treat a related change in the others (Ajzen and Fishbein, (1975). The theory of reasons actions (TRA) has developed by Fishben (1980) to explain the relationship between attitude and buying behavior. Buying behavior of consumer is performed by their attitude and individual norm. Lutz (1991) also support another relevant proposition that in order to predict consumer buying behavior, it is important to look on individual’s attitude towards the way they perform the behavior for example a person have a